The 'Sanctuary Reverse Calendar' Counts Down Impending Doom

A campaign with morbid calendars called 'Sanctuary Reverse Calendar' was created by ad agency DDB Mudra in order to increase awareness for the declining state of our planet. Instead of the traditional count up from one to 30 or 31 for each month, the calendars count down.

The countdowns are printed on animals in order to serve as a constant reminder that species are being exterminated every day. As you flip through each month, a different species is reduced from a population of around 30 to just one.

The calendars were commissioned by non-profit Sanctuary India. the organization is committed to protecting the Earth's fauna and flora. As a result of the campaign, Sanctuary India managed to increase awareness for the organization.